Today, we are thrilled to announce that Truthset is partnering with Databricks to bring independent, record-level data accuracy scoring directly into the Databricks Data Intelligence Platform. By combining Truthset’s patented Truthscore™ technology with the power of Databricks, we are making it easier than ever for brands to build, validate, and activate audiences with total confidence.
The Problems: Inaccurate Customer Data & A Leaky Data Supply Chain
In the world of data-driven marketing, there has long been an unspoken “tax” on every campaign: the cost of inaccuracy. Despite the sophisticated tools at our disposal, most marketers are still operating in an opaque marketplace where consumer data quality varies wildly. Record-level error rates can reach as high as 60%, leading brands to target the wrong audiences, waste budgets on false signals, and struggle with inconsistent ROI.
The traditional path from data onboarding to activation is often a “leaky” process. At every step, from the device graph to the DSP, match processes lose accuracy and records drop off. By the time an audience reaches the point of activation, it may retain only a fraction of the original audience, and instead largely be replaced with noise from the bidstream.
Historically, marketers have had two choices: sacrifice accuracy for scale, or sacrifice scale for accuracy. Truthset is offering a third way, and now it’s available directly on the Databricks Marketplace.
The Solution: Data-Rated Audiences
Initial Data Quality Assessment: Truthset’s Consumer Demographic Insights capability helps companies accurately understand the profile of their first party customer data, against more than a dozen demographic attributes, including age, gender, household income, presence of children, location, and many more, from home ownership to pet ownership.
Truthset Data Rated Audiences (DRA) allows companies to assess the accuracy of potential target audiences prior to activation. The capability is built using multi-sourced audience segments built from the Truthset Data Collective, a stable of industry-leading providers like [Experian, TransUnion, and others]. Unlike traditional “one-size-fits-all” segments, DRAs are graded using Truthset’s four-tier accuracy system:
- AAA (Premium): Best for customer analytics, seed file creation, and training AI models where even small errors lead to large miscalculations.
- AA (High): Ideal for high-cost inventory like CTV, where you need a balance of precision and reach.
- A (Medium): Optimized for targeted digital campaigns that require scalability.
- B (Low): Suited for broad-reach campaigns where ensuring you reach actual, deterministic people is the primary goal.
Audience Augmentation: Once audience accuracy is well understood, companies have the option to supplement the original audience file with additional consumers meeting the same demographic criteria, with accuracy as a variable that can be used to influence audience scale.
1:1 Direct Activation: Truthset’s integration with Databricks Clean Rooms supports secure activation into identity frameworks like The Trade Desk’s UID2. This maintains accuracy from creation to media activation while lowering ad-tech “tax” fees.
Better Together: Seamless Integration with Databricks
By hosting Truthset’s capabilities within the Databricks ecosystem, we’ve eliminated the need for cumbersome data movement that often leads to data loss and security risk:
- Frictionless Sharing: Using Databricks Delta Sharing, customers can provide data for analysis directly within the Databricks ecosystem.
- Coming Soon: Agentic AI Insights: Users can leverage Databricks’ agentic AI tools to explore their audience profiles, uncover deep demographic insights, and receive recommended next steps based on audience composition.
Real Impact for Your Business
This integration isn’t just about better tech; it’s about better business outcomes. Early adopters of Truthset’s demographic insights have seen significant improvements in their data strategy:
- 95%+ Coverage: Access demographic coverage aligned with U.S. Census scale across 25+ key signals, including age, gender, HHI, and more.
- 30-40% Accuracy Gains: Brands are seeing more accurate demographic profiles, directly translating to a 30-60% reduction in wasted ad spend.
Ready to Build with Confidence?
Truthset data is currently unique to the Databricks ecosystem, offering a level of transparency not available on any other cloud. Whether you are a Data Strategist looking to validate your first-party data or a Media Planner aiming to increase ROI, Truthset and Databricks provide the tools you need to stop guessing and start knowing.
To learn more or view a video demo of the integration, reach out to Truthset or contact your Databricks Partner Manager today.